HUAWEI TECHNOLOGIES CO., LTD. Slide title :40-47pt Slide subtitle :26-30pt Color::white Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial CEM as an Enabler of Service Provider Operational Transformation Ratko Vukovic, CEM Consultant

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 2 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. CEM – Business Management Tool - Action based on stimulus - No desire to plan - Execution is disorganized with poor internal coordination. - Reactive but have a set of processes and procedures that are used to react - Planning is focused on how to react better and on optimizing these processes - Spend extensive effort on analytics and anticipates the business needs - Processes that are triggered having a degree of automation - Well-documented processes extensive organizational coordination - Long-term plans - Proactive but also have information technology in place that are able to trigger change automatically based on automated metrics analysis that supports the company transformation to become a Proactive and Adaptive Organization

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 3 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Network Vs Customer Centric (CEM) Approach CEM, Customer Centric ApproachTraditional, Network/System Centric Approach view ? measurements It is measurements of customer experience independently of network and systems to get a view on Organization, Processes, Systems and Networks that deliver the service

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 4 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Customer Expect Transparency Disruptive Technology (Skype) Customer experience objective mesurements (agent) integrated with the client Subjective mesurements (surveys) are provided on break-up calls to other networks (Skype-out) Self Management to buy (minutes, terminals, accessories, etc) and to get support No Customer Care centre to call, only FAQ, technical support and user forum The solution can be inspirational but can not be copied Skype and other call control providers dont take responsibility for the most critical aspects of quality : access network

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 5 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Responsibility & Care Evolution STP ISDN SAPa SAPb Customer Care Pay Become Aware & Select Buy Use Get Help Loyalty Customer Lifecycle Self Care 1970 My Mobile My Services My WIFI My Mobile(LTE) Other Mobile/WIFI NOC SOC

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 6 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Mesurement Strategy: Use of Service BSC/RNC Gn Gb/IuPS Success, Time, IMEI Errors, IMSI, Cell Success, Time, APN Errors, IMSI, IMEI. Cell PDP activation / res Attach request / accept Detach request / accept PDP deactivate / res Gb/IuPS Probe Service, Success, Time, Errors, Time HTTP connect / rep /ack HTTP (post/get)/rep/ack HTTP disconnect /rep/ack Gn Probe HTTP, Streaming, etc SGSN GGSNMS Transport KPIs (Jitter. Ploss, Latency, Usage, etc) Application protocols/ services (DPI) DPI Basic P2PVoIPStreamingIM WAP SMTP (SSL) eDonkeySkype Out/InRTP/RTPSMSN HTTP/HTTPSPOP3 (SSL)Bittorent+SIP, DiameterRealPlayerGoogleTalk FacebookIMAP4 (SSL)FlashGetH323, MGCPMS_MediaYahooMSG TwitterWebmailThunderNet2PhoneFlash_YahooSkype IM RadiusMS_ExchangeHotLineGoogleTalkPPLiveICQ GamingLotusNotesGNUTELLAShutterYouTubeViber Win_UpdateBlackberryDirectConnectUUCallAOL_VideoWhatsapp Battery usage, Location (GPS) RAT CE Agent correlation Subjective (NPS Style) Cell_Id

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 7 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. SOC is the Key for Service & User Centric Operation Transformation HUAWEI defines that : The Service Operation Center(SOC) provides a service & user centric operation capability that enables superior service experience and operational efficiency, together with revenue & margin enhancement. Customer centric approach in measurement is used to build IT systems which together with set of processes constitute SOC.

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 8 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. SOC – Focal Point of Service Operation AS-IS TO-BE 1 SOC As Buffer Dept. TO-BE 2: SOC As Part of NOC 2.0 TO-BE 3: SOC As Part of Customer Care 2.0

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 9 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Organization CTO NOC FLM P&E SOC Platform Maintenance Proactive Surveillance Predictive Analysis Demarcation Help Desk SOC Optimization Resolution Platform Metric Customer Experience Service Quality Operation Efficiency VIP Satisfaction Complaint Ratio MTTR Service KQI Voice, SMS, MMS, Web, Wap, , Streaming, Mean Time to Demarcation Mean Time to Troubleshooting Process + Organization + Criteria + Platform Process Starts Transformation from 4 Pillars

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 10 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Change Request TT/Work request Alarm Priority setting Service Operation Center (SOC) Sales Account Management Network Planning & Engineering 3rd Party Service Providers NOC Customers Telecom & IT Networks Marketing Customer Care Responsible Drive Support KQI/KPIAlarms Provisioning & SLA Support Customer reported Problems & Reque st Problem resolution Knowledge base BI Support Reports/ Capacity Expansion Request New Site Integration problems escalations Define External Process Interactions Determine By Cases ProcessOrganizationCriteriaPlatform

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 11 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. SOC process NOC process SIP Managed Network Design Capacity Management Managed Network Planning Huawei MSUP Functional Architecture Operations Support & Readiness OPS Fulfilment AssuranceBilling Work Force Mgt. Spare Parts Mgt. Configuration Mgt. Operation Acceptance Supplier Mgt. Provisioning Release Management Billing Mediation & Rating Interconnected Settlement Service Desk Network Surveillance Fault Management Performance Management Preventive Maintenance Enterprise Management Managed Network Rollout Change Mgt. Problem Management Invoicing Account Receivable Debt Collection Infrastructure Lifecycle Mgmt. ISMS QMS SLM Training BCM Strategy & Commit Network Development Network Strategic Planning Service Delivery Service Strategic Planning Service Development Service Quality Monitoring & Demarcation VIP Care Service Quality Reporting Data Collection & Distribution Knowledge Management Project & Program Management Human Resource Mgmt Enterprise Effectiveness Mgmt. Enterprise Risk Mgmt. Process is the CORE ELEMENT in Operation. During establishment, the detailed processes should be tailored on-site to suit the finalised organisation. 3 Major Processes are Certified by TMF eTOM VIP Care Service Monitoring Service Reporting Process Framework: Mapping eTOM ProcessOrganizationCriteriaPlatform

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 12 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. SOC NOC Service Quality Degradation Demarcation Close SQDT SQDT 3 rd Party SP Mgmt. SLA/OLA 3 Monitor VIP service Quality MTTC MTTR MTTV Service Reporting Service Demarcating Service Monitoring Performance Mgmt. Customer Care 3 Service Desk Help Desk Service Desk MTTD MTTT Performance Troubleshooting Change Mgmt. Workforce Mgmt. Fault Mgmt. Report VIP Service Quality Customer Care SOC External interface SOC Internal Interface SQDT Service Quality Reporting Mgmt. VIP Complaint VIP Report Example: VIP Care Process Alarms for abnormal Event Proactive Customer Care Reactive ProcessOrganizationCriteriaPlatform

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 13 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Manage Your Service Quality KQI Dashboard for each service Process Support Platform Support Alarm Consolidation Impact Evaluation Trouble Ticketing Dispatch Threshold Adjustment Service Monitoring Team Demarcation & Resolution Support Impact Evaluation & Dispatch Trouble Tickets Service Quality Monitoring & Reporting ProcessOrganizationCriteriaPlatform

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 14 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Manage Your Service Quality GGSN GMSC HLR SGSN MGW & MSC RNC Cell/Node B SMSC PSTN/PLMN Internet 5.4% User 50.6% Radio 5.3% CN 38.7% SP Basic Demarcation Deeper Demarcation and Resolution Support Demarcation & Resolution Support ProcessOrganizationCriteriaPlatform

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 15 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. SGSN RNC Iu-PS Probe Node B CHR RNC CHR/MR PS CHR Problem Troubleshooting in Wireless Domain RAN Core SP Device Deep Demarcation Analysis RAN issue TOP critical cell & KQI Fault location (RF, Backhaul, antenna) Root cause analysis by geo-location Service Problem Troubleshooting Demarcation Send TT & Notification TT to Optimization Team Service Problem Troubleshooting in Wireless domain(example) Nastar ProcessOrganizationCriteriaPlatform

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 16 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. FlexibleFormats High Efficiency Multi-Level Multi- Objects Tailored made KQI Customization By SMS/ Sending By CXO/GM/Manager/Engin eer levels By PPT/Word/Excel By Traffic / Service Quality By Daily/Weekly/ Monthly By Daily/Weekly/ Monthly Review the Service Quality Report Send the Service Quality Report to related parties Customize Report Template Revise Service Quality Report Confirm whether to Customize service quality Report Service Quality Reporting Management E2E Process Generate Service Quality Report Service Quality Reporting ProcessOrganizationCriteriaPlatform

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 17 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Operation NOC FLM P&E Front Office Back Office Performance Management AS-IS Design Your Organization Example in Operator X ProcessOrganizationMetricPlatform Operation NOC SOC Service Desk User Care (VIP/Group/Roaming) Service Quality Monitoring Service Quality Reporting Platform Management Strategy & Process Service Optimization Analysis & Demarcation

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 18 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. SmartCare CEM KQIs/KSIs Page 18 VoiceWEB BrowsingSMSMMSWAP Network and Non-network based Perceived Call Success Rate E2E Call Connection Delay Perceived Call Drop Rate Good Voice Quality Rate Page Response Success Rate Page Response Delay Page Browsing Success Rate Page Browsing Delay Page Download Throughput SMS Origination Success Rate SMS Origination Delay SMS Termination Success Rate SMS Termination Delay MMS Send Success Rate MMS Send Delay MMS Download Success Rate MMS Receive Delay MMS Send Throughput MMS Download Throughput Page Response Success Rate Page Response Delay Page Browsing Success Rate Page Browsing Delay Page Download Throughput Bill Payment Advice of Charge View BillAdd-onTop Up Service reliability Service accuracy Operation efficiency of customer billing Service accuracy Keep customer informed Channel operational efficiency for advice of charge Service accuracy Keep customer informed Operational efficiency for bill view Network provisioning Bill service maintainability Bill operational efficiency for Add on Service accuracy Operation efficiency of top up ProcessOrganizationMetricPlatform

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 19 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Huawei Managed Services (SOC) It enables fast implementation of SOC functions buy Deployment of CEM/SQM platform Bringing expertise in technology and operational areas Governance and processes according to the standards and best practice With set of consulting services assists CSP to Improve/reshape the current processes Build organization Improve competence level

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 20 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Success practice: Operator in Asia 22 million End-users superior service experience assured 68% Overall complaint ratio reduced 49% MTTR reduced 55% PS demarcation success rate improved (from 34% to 89%) 112% Data traffic increased in 6 months 9% CS demarcation success rate improved (from 76% to 85%) Customer Challenges Solution Implementation challenges: Time, Efficiency, Revenue, Satisfaction Improvement True Customer-Centric Operation Model Change Solution Highlight Process: NOC to SOC transformation, with Cross-silo Linkages Across Network, Marketing, & Customer Care departments. Value: Improved customer satisfaction by dramatic reduction in Customer complaint handling time, and resolution success rate.

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 21 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Key Points CEM is approach in managing business The business benefits of CEM/SQM monitoring systems can only be achieved if the service performance measurements are accompanied with the tools supporting service problem resolution and service reporting The service monitoring, reporting and resolution needs to be defined/implemented in terms of Process, Organization, Metrics and Tools/Platform SOC concept is the most effective organizational form to start the transformation process and to achieve the business objectives

HUAWEI TECHNOLOGIES CO., LTD.Huawei Confidential Page 22 Slide title :32-35pt Color: R153 G0 B0 Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Slide text :20-22pt Bullets level 2-5: 18pt Color:Black Corporate Font : FrutigerNext LT Medium Font to be used by customers and partners : Arial Top right corner for field-mark, customer or partner logotypes The following nine groups of colors are an example of how our design colors can be used, please take note that you should only use one design color group per slide. For specific usage details, refer to the Typesetting Standard. Thank You Copyright©2012 Huawei Technologies Co., Ltd. All Rights Reserved. The information contained in this document is for reference purpose only, and is subject to change or withdrawal according to specific customer requirements and conditions.